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Effectiveness Metrics for the Web. Prepared for the University of Washington May 17 th , 2001. What Will We Be Discussing Today?. Overview of Online Metrics Measuring Web Site Effectiveness Wells Fargo Case Study Cap’n Crunch Case Study Q&A. Introduction.

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Effectiveness Metrics for the Web

Prepared for the University of Washington May 17th, 2001


What Will We Be Discussing Today?

  • Overview of Online Metrics

  • Measuring Web Site Effectiveness

  • Wells Fargo Case Study

  • Cap’n Crunch Case Study

  • Q&A

Introduction



What is the Value of Online Metrics?

  • Prove the value of a campaign/initiative

  • Evolve your campaigns, products, etc.

  • Understand your users better

  • Forecast and respond to trends

  • Uncover new business opportunities

Online Metrics – Art vs. Science


The Art & Science of Measuring Effectiveness

  • User-Centric

  • Results Oriented

  • Seek Affirmation

Perspective

Process

Tools

  • Web Reporting Tools

  • Campaign Tracking

  • Sales Data

  • Dynamic Marketing

  • Online Focus Grouping

  • Surveys

  • Periodic Analyses

Online Metrics – Art vs. Science


User Experience (UXP) is:

Whatever the user sees, thinks, or feels in the interaction with a brand, product, or company.

The UXP is an accumulation of interactions through Web, brick and mortar, call center, wireless, direct marketing, kiosks, DITV, PDAs, etc.

The UXP should drive transactions, learn from the customer, and positively impact brand perception

UXP is successful through understanding expectations, quality of execution, and ability to adapt quickly to ever-changing user needs.

User

Attraction

Expectations

Goals

Transactions

Customer

Insight

Brand

Impact

The User Experience

Environment

Functionality

Content

Business

Online Metrics – Art vs. Science



Darestep perspective on evaluating web site effectiveness
DareStep Perspective on Evaluating Web Site Effectiveness

Site Diagnostics

Professionals

Online Focus Groups

Real Users

Natural Language Query and Search

Technology

Web Reporting & Analysis - eMetrics

Technology &

Process

Setting Performance Models and Driving Business Value

Our View on Measuring Web Effectiveness


Site diagnostics evaluation criteria
Site Diagnostics: Evaluation Criteria

Content: text, images, and multimedia content

Brand Impact: consistent message and visual representation of brand

Functionality: such as transactional capabilities, personalization, etc.

Information Architecture: structure of the site, navigation, and labeling

Marketing: can users easily find the site? Are their expectations set correctly?

Community: social interaction and creation of intellectual capital like customer book reviews

Design: effectiveness of the visual layout, use of color, type, image, etc., in conveying the brand image and enabling users to accomplish their goals

Our View on Measuring Web Effectiveness


Site diagnostics evaluation criteria1
Site Diagnostics: Evaluation Criteria

Consumer Confidence: will users trust this site to do business? Includes security, privacy, credibility, and reliability

Support: What kinds of support (email, phone, etc.) are available and how effective are they?

Usability: how easy is it for users to accomplish their tasks?

Our View on Measuring Web Effectiveness


Online Focus Groups: Methodology

Testers login from natural Web setting

Invite sample of testers

Testers evaluate site(s)

  • Natural setting

  • Minimize “demand characteristics”

  • Anonymity encourages candor

  • Target customer profile

  • Large sample size

  • Panel proactively managed

  • Intent-based context

  • Expectations and interaction interpreted together

  • Objective and subjective indicators

Our View on Measuring Web Effectiveness


Online focus groups user response
Online Focus Groups: User Response

Our View on Measuring Web Effectiveness


Natural Language: Query and Search

  • Natural Language Input (Query /Search)

    - Responses tailored to explicit Query and Search

    - Enhancement Opportunities for Knowledge Base

    - Improved perception of customer service

  • Keyword Search

  • - Access through Indexed Content Management

  • Service Effectiveness Measures / User Experience

    - Percent Questions Answered Correctly

    - Speed to Correct Response

    - Content Gaps – Enhancement Opportunities

Our View on Measuring Web Effectiveness


Web Reporting & Analysis: eMetrics

  • Site Analysis: Operations & Design

    • Volume and Capacity Planning

    • Response Time and Latency

    • Dead Ends – Content Augmentation – Link Integrity

  • Customer Analysis: User Behavior & History

    • Customer Profiles

    • Behavioral

    • Lifetime Value Analysis

  • Business Analysis: Financial & Marketing

    • Return on Investment

    • Campaign and Partnership Effectiveness

    • Cost of Business and Efficiencies

Our View on Measuring Web Effectiveness


Web reporting analysis range of reports
Web Reporting & Analysis: Range of Reports

  • Basic Reports – Metrics based on traffic data

  • eBusiness Reports – Reports based on integrated traffic data, transactional data, registration data, email

  • Behavioral Profile Reports – Reports generating customer profiles and segmentation, based on integrated traffic data, transactional data, registration data, email

Our View on Measuring Web Effectiveness


Web reporting analysis basic report
Web Reporting & Analysis: Basic Report

  • Basic report category is fundamental to all business functions and forms the building block of Web Site Analysis.

  • Types of reports:

  • Hits

  • Page views

  • Visits

  • Click-through

  • URL of origin

Source: NetGenesis

Our View on Measuring Web Effectiveness


Web reporting analysis ebusiness report
Web Reporting & Analysis: eBusiness Report

  • eBusiness report category uses various data to depict visitor activity on the Web, and is increasingly required to support higher level of business.

  • Types of reports:

  • Conversion rate

  • Customer Lifetime value

  • ROI reports

  • Site performance

Source: NetGenesis

Our View on Measuring Web Effectiveness


Web reporting analysis ebusiness report1

1,200,500 Visitors accessed the Everyday Law site

85.7% Never Entered

Registration Page

171,511 (14.3 %) Entered Registration Page

Registration Process Step 1

100%

35.5% Dropout at Step 1

Step 2

110,636 (9.2% ) Reached Step 2

64.5%

12.4% Dropout at Step 2

Step 3

96,913 (8.1 %) Reached Step 3

56.5%

25.7% Dropout at Step 3

Confirmed

72,035 (6.0% ) Registered

42.1%

57.9% Abandoned the Registration Process

Web Reporting & Analysis: eBusiness Report

  • eBusiness report category uses pre-generated segmentation of identified visitors, to answers higher level business questions.

  • Types of reports:

  • Visitor form abandonment

  • Visitor shopping cart abandonment

  • Repeat purchasers

  • Repeat items purchased by type of visitor

Source: Personify

Our View on Measuring Web Effectiveness


Web reporting analysis behavioral profile report
Web Reporting & Analysis: Behavioral Profile Report

Source: Personify

How many visitors who viewed the different content areas also subscribed to the Newsletter?

Our View on Measuring Web Effectiveness



Wells Fargo’s Objectives

  • Convert existing customers to online banking and bill payment

  • Engage account holders in other relationships with the bank

  • Lower the costs of mining customer relationships and building new accounts

Case Study: Wells Fargo


Approach

  • Establish an ad serving system to track the delivery and effectiveness of campaigns

  • Capture the “low hanging fruit” – target existing account holders with high internet usage on their favorite sites

  • Target potential and existing customers on lifestyle sites and on wellsfargo.com

Case Study: Wells Fargo


Potential Metrics?

  • Click through rates

  • Total Accounts

  • Cost per click (CPM + Agency Costs)

  • Cost per transaction

  • Cost per new account

  • Potential total customer value

Case Study: Wells Fargo


Wells fargo execution
Wells Fargo: Execution

User Sees Banner on Web

Brand Impression

# of views

# of apps

# of returns

User Clicks

Through (cookied)

# of clicks

# of visits,

time

User Visits Landing Page

User Fills Out Application

# of exits

User Exits – Browses Elsewhere

Case Study: Wells Fargo


Wells fargo execution1
Wells Fargo: Execution

Old Banner Creative

Champion

  • Average Click-through rate of 0.x%

  • y number of applications per month

  • z number of “branded impressions”

New Banner Creative

Challenger

  • Same average click-through rate

  • ~10% higher number of applications per month

  • ~20% higher “branded impressions”

Case Study: Wells Fargo


Wells fargo execution2
Wells Fargo: Execution

Old Style Creative

Champion

  • Average click-through rate of 0.x%

New Style Creative

Challenger

  • ~10% higher click-through rate

Case Study: Wells Fargo


Wells fargo execution3
Wells Fargo: Execution

Banner Creative

468x60

160x40

Landing Page

Case Study: Wells Fargo


Overall Results

  • Installed Campaign Management tools - adapted creative, placements on the fly

  • Optimized campaigns for optimal results, resulting in a lower cost-per-transaction

  • Drove considerably higher numbers of new accounts across all products

Case Study: Wells Fargo



Cap’n Crunch’s Objectives

  • Create brand relevancy with the 9-12 year old market

  • Invigorate the aging brand and create a sense of excitement among youth

  • Increase sales with new customers

  • Recapture market share

Case Study: Cap’n Crunch


Cap n crunch approach
Cap’n Crunch: Approach

Case Study: Cap’n Crunch


Potential Metrics?

  • Page Views

  • Time Spent on Site

  • Registration

  • Clue Entries / Offline Interactions

  • Sales

  • Branding Value

Case Study: Cap’n Crunch


Cap n crunch campaign highlights
Cap’n Crunch: Campaign Highlights

Case Study: Cap’n Crunch


Cap n crunch campaign highlights1
Cap’n Crunch: Campaign Highlights

Case Study: Cap’n Crunch


Cap n crunch campaign highlights2
Cap’n Crunch: Campaign Highlights

Case Study: Cap’n Crunch


Cap n crunch campaign highlights3
Cap’n Crunch: Campaign Highlights

Case Study: Cap’n Crunch


Overall Results

  • Week 1 gave us 600,000 impressions, 70,000 user sessions

  • After the first half of the campaign, the web site recorded:

  • - 4 million impressions

  • - 500,000 user sessions

  • - 100,000 registered users

  • Quaker beat their projected sales

Case Study: Wells Fargo


Overall Results

  • Avg. time on Disney’s site: 15 min.

  • Avg. time on Nickelodeon’s site: 19 min.

  • Avg, time on Cap’n Crunch: 20 min.

  • Kids see an average of 10 – 20 ads per year, for a total of 10 minutes of exposure to the brand – the web far outpaced old media

Case Study: Wells Fargo


Overall Results

  • 7MM CD-ROMs distributed in special packs

  • Avg. play time of 5-7 hours (initial)

  • Cap’n Crunch increased their market share from 2% to 4.5% (previous promo increased share by 1%)

Case Study: Wells Fargo



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